Today, Zwift announced a multi-year title sponsorship with L39ION of LA, through to the end of 2022.
Here is the complete text of their press release:
Zwift and L39ION of LA have much more in common than their founding city of Los Angeles, both brands challenge the status quo, challenging the traditional cycling model. Both share the same goal – to promote increased participation and diversity in the sport, regardless of race, gender or background.
To celebrate the partnership, Zwift and L39ION will be hosting two social rides on December 22nd. For more details, and to sign up, head to https://www.zwift.com/events/tag/l39ion
“I’m stoked to have the support of Zwift.” says Justin Williams, Team Manager and founder of L39ION. “Like L39ION, Zwift isn’t afraid to challenge the norm. We’ve seen them do great things to promote women’s cycling – offering complete gender parity for all competition. I’m excited that they share the same ambition to promote increased diversity as well. Thanks to Zwift and the UCI Cycling Esports World Championships, Cory was able to represent the USA for the very first time – that’s big! Zwift will give us a platform to take our mission to a global audience and we’re excited to work together spreading the L39ION mission to the world, and for us to help Zwift deliver on their goals on diversity and inclusion.”
Zwift will be working with L39ION to support the young athletes of today, not only to uncover the stars of tomorrow but to encourage greater participation at the grassroots level – helping more people discover the joy of cycling.
“L39ION is just a fantastic force of energy that aligns so well with our brand, I couldn’t be happier to partner with the team”, add Eric Min, Zwift CEO and Co-Founder. “This is far more than a sponsorship deal, we have big plans to collaborate and deliver increased diversity and inclusion within cycling. Justin is one of the most influential figures in the sport and we have the platform to help him deliver his message to a global audience.”
It is because they are badass!
This makes such great sense, from both a product and rider development perspective.
That’s AWESOME to hear. I was wondering if something was afoot a few weeks ago when I noticed they have their own in-game kit.
They got the in-game kit because they were riding as a team in some of the high-end invitational races. All the pro teams get their kits in game for that!
Who’s bike do I need to tune up to get that in-game kit?
Mine
Wish I could participate. Even their easy will be too fast for me.